Don Norman: Ten Rules for Successful Products

Design for how your customers really are, not how you hope they are. Don Norman, author, The Design of Everyday Things, speaks at Business of Software Conference 2009.


Don Norman
Don Norman

Don Norman

Don Norman is an American researcher, professor, and author. Norman is the director of The Design Lab at University of California, San Diego. He is best known for his books on design, especially The Design of Everyday Things. He is widely regarded for his expertise in the fields of design, usability engineering, and cognitive science. He is a co-founder and consultant with the Nielsen Norman Group. He is also an IDEO fellow and a member of the Board of Trustees of IIT Institute of Design in Chicago. He also holds the title of Professor Emeritus of Cognitive Science at the University of California, San Diego.

Much of Norman’s work involves the advocacy of user-centered design. His books all have the underlying purpose of furthering the field of design, from doors to computers. Norman has taken a controversial stance in saying that the design research community has had little impact in the innovation of products, and that while academics can help in refining existing products, it is technologists that accomplish the breakthroughs.

More from Don.


Next Events

BoS USA 2023

BoS USA 2024 🇺🇸

23-25 Sept 2024 at Raleigh, NC

Learn how great software companies are built to help you build long-term, profitable, sustainable businesses.

The Road to Exit 🌐

Starts on June 2024
A BoS Mastermind Group
facilitated by Mr Joe Leech

Uncovering your Growth Levers 🌐

05 June 2024 2PM BST
A FREE BoS Hangout
with Matt Lerner via Zoom

Want more of these insightful talks?

At BoS we run events and publish highly-valued content for anyone building, running, or scaling a SaaS or software business.

Sign up for a weekly dose of latest actionable and useful content.


Unsubscribe any time. We will never sell your email address. It is yours.